I used this book for a graphic design course that I'm taking and it was very informative as well as thorough. It was interesting to read about all of the brand identities and how logos really affect the way a company is viewed. I like the detail, the graphics and the comparisons for the different logos. This helped me in developing a good design for my project.

Since graduating with a communication design bachelor, I have felt I missed out on the theoretical process of branding and marketing. This book is fantastic, it is broken up into three sections, theory, prac and reviews. You will learn so much from this well designed, easy to read guide.

I highly recommend it to anyone wanting to start their own business, or brand and market somebody elses business, or a designer wanting to get into brand identity designs.

Great book... and more than just case studies. This book gives great insight into branding process and strategy.

Nice hardcover book, I got it for a steal! It is required for my college course. The book is well organized, with lots of color pictures; I like pictures.

This book is great for the people out there who might not be aware of what goes into company brand identity. This is quite an important field for graphic designers, and I highly recommend this book, it really was a great help to me during my brand identity course at the Art Institute.

This book is just what it says it is. A book about Designing Brand Identity it has great detail about the process. It is a great step by step with examples. Lots of pictures, diagrams, quotes from well known designers.If you do Logo design or brand maintenance it is a great book to have.

While this book was a requirement for one of my graphic design classes, it has given me a lot of insight into branding, brand experience and how to go after my target market. Its a great tool to have!

This is a great book for a designer at any level of experience. The author gives examples on just about anything that has to do with branding a company. There are great color illustrations, and most of the logo studies are fairly recent and by well known designers. The end of the book deals mostly with case studies that are fairly in depth.
Great Book for info, as well as inspiration.

This book should have be required reading for any graphic designs school. Being a graphic designer myself, I must say that this book is a valueable tool to sellings and building strong brands. It would have been great to have in school.

I am in the brand-redesign phase with a local brand/identity designer and purchased your book for additional guidance. It is a truly a great read!

This has wonderfully designed graphics and charts explaining the identity design process. This is a really good client education book, explaining the design process, why they need design, what identity design consists of, etcetera. I was looking for a book like this to explain to clients why they need identity design, what good it does, what it consists of and why their company cannot do without it any longer.

I also think it would be a good book to use to explain to family members, friends and neighbors "what you do." It would be a good book for someone who wants to start their own graphic design business, who is considering graphic design as their field of study, or who wants to convince others that graphic design is important. I recommend it highly for MARKETING professionals and those in ADVERTISING.

You big, giant companies that have lots of mulah can give this away as a gift to your clients, or use this as a book to set on a coffee table in the waiting room or something. But I am going to use it to explain to clients why identity design is important.

This book is not good for teaching graphic designers about creating brand identity. It is stuff we graphic designers were practically born knowing. But if you are a graphic designer who wants brand identity jobs, get it! It will help you turn your potential clients into clients.

I boght this book hoping it would be useful for me in creating a brand for my new company, I must say the book has been a fantastic tool for this purpose!

The book is full of practical examples and shows you in a step by step process how to create and build a brand. If you a building a company and/or launching a product branding will be the key to success. this book is a great tool!

Another compendium of conventional marketing advice and wisdom. Better- written than some, more thorough than others. A good beginner's text.

It breaks down the brand building and identity process into easy-to-understand thought buckets. It is a must if you are trying to guide clients through the branding process. Plenty of charts and visuals to explian the process. The case studies alone are worth twice the price of the book.

This book is a visual learners dream come true. Instead of just talking about branding, this book lays it all out for you, and takes you through the journey of several companies on their road to branding stardom.

This is a fantastic book - it's visually pleasing and easy to read. Most importantly, the information is directly applicable to real world situations. It includes a lot of lists, such as "Testing the effectiveness of a color strategy" and "core interview questions" (to ask clients). When you're developing or managing a brand identity, these lists can help you or your company focus on the task and get to the core ideas. I often turn to this book to facilitate branding-related work projects.

i got it fast, it looks good. what more can i say!

I bought this book for an online corporate Identity class I was taking, The price was great and got to me in about three days, I expected 7!!...The book is EXCELLENT for anyone doing graphic design, its packed full of real world examples and insights that will last a lifetime!!

This book contains well thought out content, amazing design, & quality paper & binding. Highly recommend!

This is a good book if your in the design profession and aren't sure exactly what "branding" is. It's a word I hear people say all the time, but have no clue what it's all about. Regardless of your logo, tag line or colors you have a brand whether you like it or not. A brand is something that you have, branding is something you do. This book doesn't take you there.

Read any of Seth Godins books especially his new book, "Small is the new Big". Even though he isn't specific about the process of branding, all the elements are there, and it's up to you to piece them together.

I got a copy from my university library and really enjoyed the step-by-step diagrams and flow charts. It was easy to follow and a great place to start if you are writing a scope of project document, or a specification document. However, I found all the grammatical errors a little alarming, and it put all the great work into a bad light. I am amazed that Wiley allowed this edition to ship, or possibly, my library has an advanced copy that wasn't completely ready. Otherwise it is a good basic book on branding.

DBI gives a pleasant overlook of the branding process illustrated with various examples. It is however not a guidline to creating/building/maintaining a brand, so in this the title is misleading.

Warning:
There are tons of compairable books around of equal or better quality. Only for those you don't have to fork out +/- $99,- to buy it second hand here!!! The book is not antique, the book not a life altering experience and the content is not worth more than $20,- second hand, so beware not to be tricked into paying quadruple the price it is really worth!

This book serves as a great reference when developing brand identity. From what I have read about it, it truly seems to deserve the privilidge of being a definitive reference on the subject.

I was able to get a few great nuggets of information to use in my seminar for salon owners about the keys to a strong logo. There is a lot of information that illustrates successful big business uses of color and font. I think it is more useful to someone who helps others create their brand than for the individual business. Aura Mae, author of Get Some Hairapy - a hairdresser's prescription for happiness.

Innovation in almost every aspect of product development, design, marketing and distribution is driving new models for product naming and branding. you will find this volume interesting if you want to read in detail (few pictures) how things have been done in the past. David Shantz, WildOutWest

This book is a revelation. I found pp.46-47, Staying on Message, to distill what's so appealing about the book as a whole - it's a masterpiece of delivering just the right information, and just the right amount of information: completely, concisely, brilliantly. In this section, as in Measuring Success (and really, throughout the book), what Alina Wheeler says is all anyone really needs to know. I loved the truly amazing organization of the book - in fact, of each page in the book, and the book itself is the best example of design and content working together to support the whole. I feel like it's the only book I'll ever need - it's a wonderful resource on so many aspects of branding, design, communication, and production - all in one easily accessible place!

I bought this book as an inspiration for writing my paper on "branding" at Design University in Kolding, Denmark. It gave me a good insight on what branding is, how it happens, and how it can be applied.
Along with this book, I also read "the Brand Gap". Those two would more or less be a complete info on what branding is all about ( though i read a bunch of books before, I could have done just with those two...)
Designing Brand Identity first explains all the steps to take in order to develop a brand, then actually shows many different ways of doing it in case studies.
If you want to know, how to design a brand, this is a great book to start with, and definitely something every "branding" compnay should have in their shelves. It's definitely worth its price and a wonderful resource. Do buy it. I did, and love it.

The book, has only 3 or 4 colored pages i think, and everything else are in black or grayscale, the price is quite expensive for its content, the paper they used in printing the black or grayscale part of the book is kinda like the regular bondpaper, not really like the regular paper being used in graphic books. The content are very technical, i think this book, seems like its for the marketing part of a company rather than the creative department.

This book takes the concept of "Branding" and assembles it into an easy to digest whole. The coverage of the topic of Brand is complete and practical. This book will take you through theory down to application, but it is not a "how to guide." This book is for you, if you want to: understand branding, what it is, how to create it, how to make the most of it; it is not "A Ten Step Process to YOUR Very Own Brand!" So much the better.

This gives a very good overview of the basic process of graphic branding. Good primer if you're in the market for some design work for your new product or you think you may need an overhaul on an old product / service.

Most of the branding/brand identity books out there are just theories, pictures .. and no practical substance. This books provides a practical set of concise yet understandable definitions, lists on how to achieve what you set out to do, excellent examples, comprehensive topics, ..... buy this book if you want to get your brand/id building and management done.

This could have been a 5star rating. The thing that held me from making it one is the print quality of the book. Honestly, I've got books half this price that are on better paper, and in full color. A book that is printed on two different types of (cheap) paper, and offers only 4 color pages just doesn't impress me. Not at this price. I felt dissapointed for sure.

Now, about the title: it could have been a better one. While it states "designing", it is more about "constructing" and "rationalizing". If you want a book that shows you how to design a logo/trademark, this is not it. The value of this book is that it will explain and deconstruct every single aspect about the total brand identity process, and how it can then apply. The later has visual examples - though as mentioned in extremely low quality bw print. But again: these visuals serve only to underscore the process.

If you need a book that will explain every process, theory and element of brand identity, click ad to shopping cart. It is an easy read, short and to the point paragraphs for us time (or attention spam) challenged people. It is a must-have and must-know for anyone in advertising, marketing or design, regardless of being creative.

If you want a book that depicts and demonstrates how a trademark has been thought of, worked out, presented, fine tuned, etc., this is not it.

When I put my hands on this book, I thought I would be adding one more point of view to my knowledge about brand identity, but this didnýt quite happen.

This book isnýt really about designing brand identity itself, but mostly about materializing brand identity into the visual identity of a company, limiting its whole concept. Furthermore, it is known that mere visual identity doesnýt make a brand any stronger, as the title suggests.

Anybody with some previous brand identity knowledge in the marketing sense might get a little frustrated, had this person expected deep explanations about the creation of a brand identity plan (for that I would recommend Aakerýs work).

On the other hand, if you are a designer willing to understand how to develop a visual identity linked to a brand identity, this book could be very useful.

This *is* a great book when it comes to showing how to put together a coherent, soup-to-nuts identity program. But the title of the book is misleading - there's very little in this book about actually creating, building or maintaining strong brands per se. This wilfully confuses the logo for the company behind the logo. As Paul Rand once said of his logo for the ABC television network, it wasn't a matter of whether his logo lived up to the network, but whether the network lived up to the logo! The brand process involves a lot of non-graphical thought regarding the spirit or essence of what that organization is all about. "Is that an IBM thing to do?" The brand identity is, at best, only the surface expression: the brand is the idea of the company in its customers' minds. In that sense, creating and maintaining a strong brand is really about having clear direction, consistent policies and actions, and understanding that markets are conversations, not about whether the carpet matches the business cards and the Web site.